Enhance your email marketing strategy by letting go of short-term thinking and delving deep into a powerful, innovative email strategies. In the past two years, email has been gearing towards subscriber-centricity. Most brands are focused on the customer journey and sending relevant emails as their email marketing strategy. In 2020, email marketing is all about creating harmony between the subscriber and the marketer. Below are the latest trends that will enable you to keep your subscribers happy by leveraging marketing technology.
Interactivity has been a top trend for email marketers for two years in a row because it reduces friction between email marketers and subscribers. It allows subscribers to engage with more content without having to leave their inbox. Interactivity occurs in many styles like reviews, forms, hotspots, and carousels. However, the most interactive element is asking for customer feedback. With the Home Depot, subscribers can complete a product review without being redirected to the landing page. They can immediately write their responses in the inbox.
Automation and Personalization
This trend is something we have all seen before. However, it still works pretty well. Automation and personalization complement each other. Automatic email campaigns are set up and sent once triggered by the behavior of a subscriber. For instance, in the case of an abandoned browsing session or abandoned cart campaign, they are both automated and personalized on the basis of the behavior of the customer. When a customer does not finish the checkout flow, they will get an abandoned cart email which shows the particular product the customer did not purchase and the opportunity to finish the checkout process. Communication that is personalized boosts engagement, customer retention, and satisfaction. Customization ensures emails do not read as spam and enhances the relationship between the brand and the subscriber.
Customer data is growing on a daily basis, which makes it difficult to explore data manually. Whereas marketers have more customer data to explore than ever before, most of them are struggling to make sense of the data while some claim to have a similar view of customer data. Artificial Intelligence (AI) enables marketers to understand correlations and spot trends easily. Instead of combing through multiple sources of data, AI will enable you to monitor the subscriber’s health, provide suggestions and create more free time for the marketer.
General Data Protection Regulation (GDPR) became effective in 2018 and changed the way marketers work with customer data. The major part of the GDPR is that a customer is required to actively confirm their consent, like ticking an unchecked opt-in box. It is important to capture consent because you are interacting with an audience that wants to get and engage with your content. We can, therefore, expect this trend to continue as more users are increasingly becoming aware of their rights when it comes to customer data.
Design Cues from Social Media
You can get content that is successful on social media and use it to design your email. Find out what your subscribers are interacting with on social media. For Instance, Instagram allows users to like, comment or purchase. When it comes to action, the app does not pull users in many different directions. Good content usually focuses on user action. You can use social media on your email design by keeping it visual, focusing on a few actions, and personalizing and keeping content relevant. It is also important to take note of content placement by keeping the actions you wish the subscriber to take above the fold of your email and using large banners with a clean design.
The latest trends for email campaigns are all about creating customer-focused and cohesive emails. They are more than trends but strategic ways to personalize customer data and email content in a respectful manner. You can use them to personalize the buying journey of your customer.